What is a Corporate Identity?

A corporate identity is a “persona” that dictates a particular Branding to communicate it’s essense.

The Identity of a corporation is a set of rules, patterns, and characteristics designed to accord with a corporation’s business philosophy, and is usually visibly manifested by way of branding and the use of trademarks.

Corporate identity comes into being when there is a common ownership of an organisational philosophy which is manifest in a distinct corporate culture – the corporate personality. At its most profound, the public feel that they have ownership of the philosophy. (Balmer, 1995).

Corporate Identity is often viewed as being composed of three parts:
• Corporate Design (logos, uniforms, etc.)
• Corporate Communication (commercials, public relations, information, etc.)
• Corporate Behavior (internal values, norms, etc.)

What is a Brand?

A brand is a collection of images and ideas (not all are visual) which represent an economic producer – an organization, government, company or any idea that is represented within a culture. More specifically, a brand refers to the concrete symbols such as a name, logo, slogan, and design scheme. Again, not all manifestations of a brand are visual. Specific language or verbage, tone, sound, – any ethos of it’s econimic producer are also part of a brand.

Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service.

A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.

A brand is the sum of many parts in many mediums, which all work consisentaly to associate, communicate, and reinforce an attitude and character .

Assignment: 340 Assignment #1